A Comparison of Two Advertisements

A Comparison of Two Advertisements

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A Comparison of Two Advertisements


Introduction

Advertising and media are part of everybody’s everyday life, with or
without them realizing. Each day we see adverts on the television
showing us new lifestyles that look glamorous, we hear adverts on the
radio, we see slogans emblazoned on people’s clothes, on the side of
buses, on billboards, everywhere!!

Big companies know that they need to make their product appeal to as
many ‘niche markets’ as possible and they do this by ‘audience
segmentation’. This is when companies make an advert so that it would
appeal to one type of person, and then another advert for the same
product but for a different type of person. Although it is hard to
know exactly when there target audience will be watching, companies
will spend lots of money researching. With the extremely wide variety
of channels now to choose from it makes it easier for advertisers to
be specific about who sees it. For example children’s stations such as
‘Nickelodeon’ are packed with adverts for toys and games as the
majority of their audience is under 12. But stations such as ‘The
Cookery Channel’ that have an older, mainly female audience use
adverts for perfumes, clothes, holidays.

It is essential for adverts to be eye-catching and stylish because
they are in competition with all the other adverts for similar
products. Anything from catchy jingles, to horrific scenes are used in
advertising

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Hugo Boss Analysis

The first advert to be analysed is the Hugo Boss fragrance. The advert
is for a new product called ‘WOMAN’ that they are adding to their line
of fragrances.

The first thing that is noticed about this advert is the colour. It is
very contrasting with the black and white, and gives a big impact to
the audience. The white usually signifies innocence but with the black
background it’s suggesting hidden depths, like a wild side that you
could have. The model’s look is very confident, like she can get

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anything she wants but not in an over powering way. In a way that men
want to be with her, and women want to be her. Her pose is also very
relaxed, the arms crossed, rather than signifying impatience, show her
to be easy-going. The smile on the models face is like the Mona Lisa
smile but with more flirtatiousness behind it. Although the model
isn’t wearing much make-up and her hair is just put back in a bun she
still is very pretty, and she is saying that you only need to wear
this perfume to look nice.

The model in this advert is wearing a suit which suggests that she is
a business woman. The suit isn’t a normal one though. It is low cut
and sexy, showing a different side to working women.

The phrase

‘expect everything’

is very empowering. It gives the consumer confidence, like it’s saying
you can expect everything if you wear our perfume.

Most of the page is filled with the model but on the right hand side
there is the Hugo Boss logo and a bottle of ‘WOMAN’ perfume. The Hugo
Boss logo is in the middle of the black space at the side and is quite
small but because it is written in white it stands out against the
black. The capital letters suggest that they really are the boss, and
are a well established company who consumers can trust.

The picture of the perfume bottle is showing that it is different from
other perfumes. The bottle is a half moon shape which also suggests
the use of black and white is a connotation for night and the moon.
The Hugo Boss logo is embossed onto the lid of the bottle which is
showing an up market product which will be worn by an up market
person.

Charlie Sunshine Analysis

The second advert to be analysed is the Charlie Sunshine advert by
Revlon. The Charlie Sunshine advert appears completely different to
the Hugo Boss advert on first look, but through analysing it you can
see lots of similarities.

Firstly, the use of model. The model in this advertisement is dancing
and flirting. She seems to be having fun and looks confident. The
model is also wearing white, as was the Hugo Boss model. In this
advert it is again contrasting with the bright orange background, but
it is also being used to make her tan appear darker. Her tan is very
deep, like she has been sun bathing, which makes a consumer think of
holidays. In the Hugo Boss advert the model is pale and also has
freckles witch suggests she is defiantly a worker.

There’s a lot more writing on this advert than the Hugo Boss advert
because they are appealing to different types of women. This advert is
going to attract loud, bubbly, chatty girls. The slogan of Charlie
Sunshine is emblazoned across the middle,

‘get up! And feel that sunshine!’

The use of exclamation marks shows that the want to shout it, and also
want the consumer to shout it, whilst buying their product, whereas in
the Hugo Boss advert the message from the company is a lot simpler,
‘Expect Everything’. In the top left hand corner is the word ‘new’.
This will entice people who like to be trend-setters or who are
looking for something fresh. The word ‘Charlie’ is written in large
free flowing letters which is the signature font of the company,
there-for re-assuring the consumer that they are buying from a company
that they have trusted before.

Whereas Hugo Boss used black as a connotation of sophistication,
Charlie Sunshine are using orange, a bright,

lively, sunny colour. The orange backs up the message about sunshine.

The picture in the bottom left hand corner is advertisements for other
of their products, showing that they are versatile. The models hand is
just above the picture, as if she’s going to grab the bottle. The idea
of the advert is to make consumers think that by using Charlie
Sunshine you will be flirty, bubbly, energetic and tanned!

At the very bottom of the advertisements is the ‘Revlon’ logo. It is a
long white stripe across the bottom of the page to show that they are
the makers of the perfume, and the word Revlon is in gold, to continue
with the sunshine theme.

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